Creating a Retargeting audience

Retargeting Audiences are where you store identified groups of website visitors or contacts to use in a Retargeting campaign. These groups, or "audiences", can either be included in, or excluded from, your campaign.

Good to know: Adding a person to an audience does not mean that you want to serve them an ad, only that you have categorized them based on their behavior or characteristics.

In this guide, we will review the steps to create an audience and add people to your audience(s).

Before getting started

If you would like to serve Retargeting campaigns to your website visitors, please Install the Retargeting tracking code. Then, SendinBlue will be able to identify your website visitors and add them to your audience.

Retargeting audience strategy

An audience may include a broad group of people or a precise segment. For example:

a broad audience = all website visitors

a precise audience = only people who have achieved your goal (purchase, visiting a page, etc.)

During campaign setup, audiences can be used to include or exclude people from a campaign. Many campaigns utilize two or more audiences, such as one broad audience to include and one precise audience to exclude.

It's best to start by creating audiences that are specific to your own business goals. Let's consider a few sample cases:

Goal: Bring back website visitors to make a purchase

If you are an ecommerce marketer targeting cart abandoners, you might use these two audiences:

Include Audience 1: all visitors who created a cart in the previous 10 days

Exclude Audience 2: all visitors who completed a checkout in the previous 10 days

Goal: Convert unknown website visitors to known email contacts

B2B marketers, SaaS marketers, event marketers, physical businesses, and those with long lead times benefit from bringing back unknown website visitors to submit a form. The form captures the necessary information to help you nurture the contact to the next step in your marketing/sales funnel, such as:

booking a demo or requesting information

subscribing to a newsletter

creating a free trial or freemium account

Your audiences might be:

Include Audience 1: all visitors who visited your homepage or a specific webpage

Exclude Audience 2: all contacts who submitted your form

We will continue using the ecommerce example of targeting cart abandoners throughout this guide.

Creating and adding people to a Retargeting audience are two distinct steps. Next, let's create an audience.

Creating a new Retargeting audience

There are two ways to create a new audience and both are in the Campaigns platform inside the Retargeting area.